摘要
以山西晋商文化旅游为研究对象,构建了文旅融合视角下的满意度指标体系,基于问卷调查数据,应用因子分析及logistic回归模型,对满意度进行评测,并对主要影响因素进行量化分析.结果表明,资源融合、市场融合、功能融合是影响游客满意的主要因素,三者对游客满意度均呈现显著的正向影响.过度依赖传统物质文化资源,缺乏深层次文化市场开发,文化功能与旅游功能没有形成良性互动,是造成晋商文化旅游满意度不够理想的主要原因.提出了推动资源转化,打造特色文旅产品,创新融合模式等深化文旅产业融合,提高游客满意度的发展建议.
With Shanxi merchants cultural tourism as a research object,a visitor satisfaction indeXsystem has been constructed from the perspective of the integration of culture and tourism.Based on questionnaire survey data,factor analysis and logistic regression model,visitor satisfaction has been measured and a quantitative data analysis has been conducted to seek out the primary factors that influence tourist satisfaction.The results show that the problem lies in insufficient resource integration,market fusion and functional convergence,which has rendered significant positive impact on visitor satisfaction.It is over-reliance on traditional material and cultural resources,lack of a deeper cultural market development,and needing positive interaction in cultural features and tourism functions that have primarily made tourist satisfaction far from ideal.It is suggested that to improve visitor satisfaction,cultural tourism should promote the transformation of resources,create local feature cultural products,innovate integration modes,and deepen the industrial integration of culture and tourism.
作者
韩建中
HAN Jian-zhong(Cultural Creativity&Management School,Communication University of Shanxi,Taiyuan 030013,Shanxi,China)
出处
《西北师范大学学报（自然科学版）》
CAS
北大核心
2021年第4期78-84,共7页
Journal of Northwest Normal University(Natural Science)
基金
山西省艺术科学规划资助项目(2018A10)。
关键词
文旅融合
满意度
影响因素
晋商文化旅游
integration of culture and tourism
tourists satisfaction
influencing factor
Shanxi merchants cultural tourism
